Trademark Law | Sports & Entertainment | Business Litigation

Introduction: Branding on Ice

As the NHL’s newest franchise, the Utah Mammoth is already making headlines—not for their play, but for a trademark dispute that pits the team’s identity against a hockey equipment bag manufacturer. In a recent lawsuit filed in federal court, the owners of the Utah Mammoth allege that the bag maker’s use of the “Mammoth” name and similar design elements is likely to confuse consumers and dilute the team’s brand.

The lawsuit reflects the growing stakes of brand protection in professional sports, particularly when a new franchise enters a crowded intellectual property landscape.

Background: The Name Game

The Utah Mammoth, officially unveiled by the NHL earlier this year as part of the league’s expansion into Salt Lake City, invested heavily in building their brand. This included trademark filings for the “Utah Mammoth” name, logo, merchandise lines, and promotional materials.

According to the lawsuit, however, the team’s legal team discovered that a regional hockey gear manufacturer—long operating under the name Mammoth Hockey Bags—was selling products under a name and logo allegedly similar enough to cause market confusion.

The complaint alleges: “Defendant’s continued use of the ‘Mammoth’ mark in connection with hockey products is likely to mislead consumers into believing that its products are affiliated with or endorsed by the NHL’s Utah Mammoth franchise.”

Legal Claims: Trademark Infringement and Dilution

The Utah Mammoth ownership group has brought claims under both federal and state trademark law, including:

• Trademark Infringement under the Lanham Act
• Unfair Competition
• Trademark Dilution
• False Designation of Origin

They are seeking:

• A permanent injunction prohibiting the use of the Mammoth name or logo on hockey-related products
• Destruction of infringing inventory
• Monetary damages, including profits from allegedly infringing sales

Defendant’s Position: Prior Use Rights?

While the bag company has not yet formally responded, IP experts suggest the manufacturer may assert a “prior use” defense, arguing that:

• They’ve been using the “Mammoth” mark well before the NHL announced the Utah Mammoth franchise
• Their branding is not confusingly similar to the NHL team’s stylized logo or official merchandise
• Their business is not in direct competition with the NHL team, but serves amateur and youth players

⚖️ “The key legal issue will be whether the average consumer would assume a connection between the products,” says IP attorney Leah Daniels, who is not involved in the case. “In sports branding, that line can be blurry—especially when merchandise is involved.”

Sports Teams and IP Enforcement: A Growing Trend

This case follows a broader trend of professional sports teams aggressively protecting their brand equity. Recent examples include:

• The Seattle Kraken NHL franchise opposing local coffee roasters using “Kraken” branding
• The Las Vegas Raiders challenging apparel companies selling “Silver & Black” themed goods
• NBA and NFL teams routinely sending cease-and-desist letters to small businesses and Etsy shops

For expansion teams like the Utah Mammoth, controlling the narrative and visual identity is crucial to building fan loyalty and monetizing merchandise.

Conclusion: Skating on Legal Thin Ice

As this case proceeds, it will test the limits of trademark protection in the crowded world of sports gear and branding. The outcome could set a precedent not just for NHL franchises, but for how teams entering new markets protect their identity from adjacent uses in the broader sports ecosystem.

If the court sides with the Mammoth, the ruling could force local gear makers to rebrand, even if they’ve used the name for years. If not, it may signal limits on how far pro sports teams can extend their reach into independently operated sectors of the hockey world.

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Sidebar: Key Legal Issues in the Utah Mammoth Trademark Case

Issue	Explanation
Likelihood of Confusion	Would consumers think the bag company is affiliated with the NHL team?
Prior Use Defense	Did the defendant use the “Mammoth” mark before the team’s trademark was filed?
Trademark Dilution	Does the use tarnish or blur the uniqueness of the team’s brand?
Market Overlap	Are the two entities competing in the same commercial space?